Southern California’s Soboba Band of Luiseño Indians release their new cannabis and mushroom infused tea brand, RIVR, despite the state’s recent ban on hemp-derived THC products.
Los Angeles, CALIFORNIA (2025) — Just before the Soboba Band of Luiseño Indians were set to launch RIVR, a cannabis and mushroom infused tea, in late 2024, California enacted an emergency ban on hemp-derived THC products. This new law, which took effect just days before the scheduled launch, immediately prohibited manufacturing, distributing, and selling RIVR online within the state. As a result, the highly anticipated California debut of RIVR was no longer possible at the time of launch.
“RIVR is unique in the sense that it is a tribal export,” said Sasha Pachito, Director of the Soboba Economic Development Corporation (SEDC) which owns the brand. “It is our first product that generates revenue beyond our reservation base showing a tribal capability to create, market and sell a product. While California’s ban on hemp-derived THC products significantly created costly issues during our launch and handicapped us from selling RIVR across one of the largest markets for THC infused beverages, it has not stopped our mission,” Sasha explained.
The Soboba Band of Luiseño Indians is a federally recognized tribe situated in Southern California about halfway between the metro-Los Angeles area and Joshua Tree National Park. After decades of litigation, the Indigenous group was able to secure its water rights over the San Jacinto River through a years-long legislative process. Now facing another state-induced hardship, the Tribe looked to their casino and Roadrunner Express gas station to effectively maintain a point of sale in California for their cannabis and mushroom infused teas.
“Sustainability, community, self-sufficiency, and resilience are core values of our tribe,” Michael Castello, tribal member and representative of the Soboba Economic Development Corporation (SEDC), explained. “These values are deeply embedded in our way of life and guide us in all our endeavors. We strive to be self-sufficient and resilient, ensuring that our community can thrive for generations to come.”
The Tribe views this challenge as an opportunity to learn and build the business to be adaptable and successful.
“From the start, the goal was to diversify and limit our risk around being pigeonholed into hemp only,” said Chad North, the brand’s general manager who was recruited from outside the Soboba Band to consult on the project. He suggested a pivot into functional teas that included a hemp-derived THC line as a way to bring something that was representative of the Soboba people.
“Having a foot in both functional and psychoactive categories allows RIVR to build awareness in California and other states where hemp-derived THC products are currently restricted – while also being “ready to turn it on” when regulations change. It is a tricky landscape that you have to monitor in real time. One state could swing one way or the other very quickly and so you have to be aware not to over-invest necessarily in one area or be completely bought in to then have the rug pulled out from you,” he said.
While California’s hemp-derived THC ban remains in place, the Tribe continues to navigate their way to fulfill their mission.
ABOUT RIVR
Owned by the Soboba Band of Luiseño Indians, RIVR is a cannabis and mushroom infused teas born from over 1,000 years of ancestral wisdom. Crafted with yerba mate and herbal teas, cannabis, functional mushrooms, and other adaptogens, RIVR inspires a profound appreciation for the natural world through products delivering euphoric and relaxing experiences. The brand’s mission is to honor the Tribe’s resilient spirit, preservation of heritage and community, and their deep understanding of the connection between the mind, body, and land.
ABOUT THE SOBOBA BAND OF LUISEÑO INDIANS
Established by the United States government in 1883, the Soboba Band of Luiseño Indians is a federally recognized tribe based in Southern California. The tribe has a long history of resilience, community, and respect for the natural world. Through initiatives like RIVR, the Soboba Tribe continues to build financial sustainability and preserve their cultural heritage for future generations.
